Fashion hit the catwalk at DHL’s intercontinental air hub in Leipzig, Germany, as the company hosted an audience of fashion aficionados and influencers. The event included a unique presentation of several key pieces of the VETEMENTS X DHL Spring / Summer 2018 collaboration.
Among the styles presented were shirts, skirts, caps and socks—all in DHL’s iconic yellow and red. Vetements, which is known for its unconventional fashion statements and tendency to create designs with prominent brands and symbols, turned heads in 2016 by launching a DHL branded t-shirt and became a pioneer of a trend that saw non-fashion brands prominently featured with their logo in fashion.
DHL’s hub in Leipzig, one of the three global DHL airfreight hubs, offered a unique “catwalk” for the DHL inspired collection featuring conveyor belts and chutes.
Fashion is a core sector for DHL. The company provides a range of specialized international services that enable fashion and retail companies to grow globally, and it works closely with a range of industry associations such as the Council of Fashion Designers of America (CFDA), the British Fashion Council (BFC) and the Camera Nazionale della Moda Italiana (CNMI).
DHL is also the partner of several notable fashion weeks such as London Fashion Week, Copenhagen Fashion Week, Amazon Fashion Week Tokyo and the Mercedes-Benz Fashion Weeks in Sydney and Moscow.
There is also plenty of creativity among DHL’s own employees, including Petr Stepanek, a Communications Manager who is also an artist and designer. Petr presented his “Le Nouveau Noir Collection”, a DHL inspired fashion line made of up-cycled and re-imagined fashion items and merchandise.
“I wanted to create something that took the essence of the DHL brand I feel very passionate about and make it very accessible, for our employees and also for fashion-conscious people everywhere,” said Stepanek.
So, after an estimated 150 hours of his personal time (brainstorming hours not included…), Stepanek finished his creations.
His collection included items such as a dress made from the material of safety vests; a sweater stitched with a parcel’s waybill (addressed, of course, to New York Fashion Week); and a fluffy yellow coat with the DHL logo lovingly substituted by a heart.
“The aim of bringing the collection to life was to inspire over half a million of my colleagues to do the same,” said Stepanek. “It would make me really happy to see many more designs from different parts of the world! We have so much diversity in our business, and I tried to bring the same diversity of this company to the line.”
“I’m a DHL employee at heart, and my company is an essential part of everyday life. Like it or not, we are street fashion.”